1999 Media Outlook: Cable TV

Bill Bolster

Discusses the state of U.S. cable television in 1999, and predictions for the future.

1999 Media Outlook – Cable TV

Bill Bolster, CNBC and NBC Cable Advertising Sales

By all standard measurements, the future for cable television networks is very promising. I believe, however, that the big challenge facing the leaders of cable networks is to capitalize on the very nature of cable’s audience to position themselves for growth and opportunity far beyond the customary revenue streams.

Cable TV networks built their reputation on its two most prominent features: the rich diversity of its programming and the clear identity of the subject material. I’ve often referred to cable as the ‘magazine stand’...

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